Agentic AI and the Return of 1:1 Personalisation
From the butcher who knew everyone’s order, to GDPR pushing back on cookie-led ads. Adaptive processes with agentic AI may finally let us deliver 1:1 personalisation safely, at scale.
Fifty years ago, every high street vendor, whether the butcher, baker, or corner shop owner, knew exactly how each customer liked their order. It was effortless 1:1 personalisation.
The challenge has always been how to bring that same experience online and deliver it at scale. The first major attempt relied on cookies to follow people’s online behaviour and use that data to serve personalised ads and recommendations. GDPR rightly pushed back on that approach.
But the need for personalisation has not gone away. What I am seeing now is a shift towards adaptive processes. Not uncontrolled AI creating one-off experiences with no consistency, but workflows with guardrails, where agentic AI can adjust the journey at the right moments to create better outcomes for customers. Sometimes, moving just a few things around at a key point makes all the difference.
Reach out if you would like to discuss how to balance agentic AI with repeatable, safe processes. Drop me a message.